Method and system for sharing brand information

ABSTRACT

An interactive, computer network based system presents consumers with multimedia brand information via a browser-based interface called the GraffitiWall®. Consumers can use the GraffitiWall® to modify and display a sponsor&#39;s brand information in any way desired, including use of avatars. Consumer modifications are immediately communicated to the other member consumers and the advertiser/sponsor. Consumers can rate the GraffitiWall®, or portions thereof, and email the GraffitiWall®. An archive of GraffitiWalls™ is maintained by the system. Consumers participate in online focus groups, one-to-one interviews and discussions, as well as games and promotions pertaining to the brand. Interaction with consumers through focus groups, one-to-one interviews, discussions, games and promotions allows the hosting company to reinforce brand equities; speak directly to their target audience; test new and updated products and services; and encourage participation to a brand via purchases and signups by rewarding the participant with coupons, samples, gift certificates, and the like. An ongoing dialogue between business and consumer, as well as consumer-to-consumer, nurtures customer participation, loyalty and satisfaction, and builds a community housed within the company&#39;s brand.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a Continuation-In-Part of application Ser. No.10/773,861, filed Feb. 6, 2004 which, in turn, is a Continuation-In-Partof application Ser. No. 10/176,437, filed on Jun. 20, 2002, now U.S.Pat. No. 6,691,155, the disclosures of which are hereby incorporated intheir entirety by reference thereto.

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention relates to a web-based information sharing system;and more particularly, to a computer interface enabling companies andconsumers to share brand information over the World Wide Web.

2. Description of the Prior Art

Advertising offers value to the consumer by introducing the consumer tonew products, about which the consumer would not otherwise be informed.At times, these may even be essential products that substantiallybenefit the consumer's health, finances, and quality of life. Notably,over the past fifty years, the nature of advertising has been evolvingto reflect the increasing sophistication and technological innovationcharacteristic of today's media. To a certain extent, today, advertisingcan even be characterized as an art form. Advertising has become morepervasive and the consumer's acceptance of advertising has increased.

One recent advertising development is the use of movies as a medium forbrand reinforcement. For example, the popular movie, “E.T.” shows acharacter clearly eating Hershey's Reese's Pieces®, rather than ageneric chocolate candy. Characters in the movie, “The Client”, reachfor clearly labeled soda products to calm themselves. The movie, the“Matrix” features telephones identifiable as Nokia® brand. Consumersseem to accept this form of advertising, as adding realism to the storya movie has to tell, as long as it doesn't involve potentially harmfulproducts such as alcohol or cigarettes. In addition, consumers gladlypurchase memorabilia related to movies and television shows such asMickey Mouse watches, E.T. dolls, and Spiderman costumes, which are inand of themselves, a form of advertising. Consumers have adoptedadvertisements as status goods so that the line between advertisementand product has become blurred.

Most recently, the World Wide Web (Web) has become an additional mediumfor brand reinforcement. However, studies show that pop-up ads andbanner ads, along with unsolicited email, annoy consumers and mayprovide limited benefit to the advertising companies. Consumers areready for a method of interacting creatively with brand information,particularly graphical information, over the Web and advertisers areequally anxious for the instant consumer feedback the Web can provide.Advances in software and hardware, as well as an increase in availablebandwidth, now make this feasible. In addition, consumers seem towelcome using the Web as a means to share their evaluation of productswhether through the form of book reviews on amazon.com or productevaluations on a wide variety of sites. The prior art describes someattempts to use the Web for sharing information.

Video conferencing was an early attempt to enable users to interact andshare documents over the Web. Collaborative video conferencing softwarecurrently exists which enables individuals, located at physicallydispersed locations, to view the same data over the Web and to modifyit. For example, U.S. Pat. No. 6,317,777 B1 to Skarbo et al., entitled“Method for Web Based Storage and Retrieval of Documents,” describes amethod by which a presenter can share a file with other conferenceattendees and update the shared document with the changes made to thedocument during the conference sharing. A document server incorporates arevision control system to allow a history of the documents to bemaintained on the server. The server can present a list of currentdocument versions as well as previous versions, thereby allowing theattendees to review the document in all its previous forms.

Also known in the art are networked systems, which enable conferenceattendees to create or modify information and to share it over the Web.For example, attendees can draw on a whiteboard accessible to all theattendees, using standard geometric shapes such as lines and circles.The attendees can exchange not only text files but also, video, audio,and graphics files. Further, the attendees can communicate via a chatfunction, which is a real-time, interactive, textual based conferencetool that allows attendees to post messages to each other in a sharedarea. Such a system is described in U.S. Pat. No. 6,195,091 B1 to Harpleet al. entitled “Apparatus for Collaborative Computing.”

More recently, focus groups, which are discussions that enable marketersto acquire feedback from a group of participants regarding new products,are being conducted over the Web. U.S. Pat. No. 6,256,663 to Davisentitled “System and Method for Conducting Focus Groups Using RemotelyLoaded Participants Over a Computer Network” describes how a chatfunction can be used to implement a focus group. In the describedsystem, the focus group members, the group moderator, and the clientpresenting the new product are all located remotely from each other andcommunicate via the Web. The focus group members can view the messageseach member transmits but cannot view the messages the client andmoderator transmit to each other.

Consumers are now ready for an online environment in which they cancreatively express and communicate their feelings about products asmembers of a virtual community. Specifically, what the prior art doesnot provide is a computer network based system that enables the consumerto modify brand information in a way that instantly reflects theconsumer's thoughts, wishes, and desires for what the brand should be,and also rewards the consumer for the consumer's efforts. Also needed isa computer network based environment for immediately communicating theconsumer's input to both other consumers and the advertiser. Furtherneeded is the ability to easily adapt this system to any brand desired.

SUMMARY OF THE INVENTION

The present invention provides a computer network based system andmethod whereby consumers can interact with brand information and witheach other. The system contains product information that is stored in aplurality of product information servers and arranged in a multimediaelement. Product information includes information that reflects brandmessage or brand identity of a good or service. The multimedia elementincludes video, animation, iconography, text, audio, and chat. Thesystem and method provide an interactive forum where sponsors andconsumers can effectively interact and communicate.

The invention is implemented over the Web, an intranet, or other networksystem. Consumers interact with a server, or a plurality of servers, inclient server mode, using a standard browser, such as Microsoft InternetExplorer™ or Netscape Navigator™. Each consumer registers as a memberand receives an identifying username (handle). Such a system can beavailable to the consumer twenty-four hours a day, seven days a week.

The consumer interacts with a multimedia interface known as theGraffitiWall®, which offers several different types of interaction. InCreate Mode, the advertising sponsor or sponsors provide the consumerwith a variety of multimedia elements such as audio files, video clips,icons, text, and photographs, which the consumer can place on a virtualWall™, (GraffitiWall®) within a frame window, in any way the consumerdesires. The elements include information pertaining to the brand, forexample, a picture of a bathing suit being offered for sale or beingconsidered for sale as a new product or lingerie that a retailer wishesto market. Products of this nature generally must be tried on beforepurchase and some consumers may be embarrassed to try them on in apublic environment such as a store dressing room.

The networked interactive system displays product information to aplurality of consumers. The system comprises: (i) a multimedia forum forenabling the consumers to communicate in a plurality of modes with atleast one sponsor associated with a brand that is related to the productinformation; and (ii) a multimedia interface for enabling the consumersto modify and view the product information through use of a plurality ofgraphic tools. The system enables the consumer to modify the productinformation using graphic tools, and the product information and themultimedia interface can be updated based upon the consumers'modifications and communicated to the sponsor.

A sponsor's brand is naturally connected with a brand message, a brandidentity, or a brand characteristic that associates the brand with agood or service provided by the sponsor to the public. The productinformation utilized by the system includes information related to thespecific brand message, brand identity, or brand characteristics. Thisproduct information is arranged in a multimedia element having graphictools to enable consumers to interface therewith and modify the brandmessage, brand identity or brand characteristics.

Preferably, consumers and sponsors can communicate in a fun, unique wayso that consumers continuously return to the sponsor's interactivedisplay through the utilization of avatars. An avatar is an animatedcharacter, generally depicting a human; but animals and animated objectscan also be utilized. The system provides an avatar kit having an arrayof avatar multimedia elements encompassing a plurality of palettes. Suchpalettes include the following: an avatar body pallet; an avatarhairstyle palette; and an avatar facial expression pallet. Both thesponsor and the consumer can create their very own avatar. A sponsor cancreate a customized branded avatar that acts as an interactive buddy,interacting with other avatars that are created by the same sponsor orby consumers. Consumers can create the avatar through use of thepredetermined personalities and characteristics provided by thepalettes. Alternatively, the sponsor could create preassembled avatarsfrom which the consumer can choose.

The avatar kit may have an array of avatar multimedia elementscomprising an avatar body pallet, an avatar clothing pallet, an avatarhairstyle palette, an avatar facial expression pallet, a personalitypallet, and an audio pallet. The avatar body pallet can comprise aplurality of body types, hairstyles, heads, facial structures, faces,limbs, and personality components. Both the sponsor and the consumer cancreate customized avatars that act as interactive buddies havingpredetermined personalities. The avatar kit may be adapted for use bythe sponsor in creating an avatar that is associated with the brand toform a branded avatar. The avatar kit provides predetermined avatarsthat have predetermined personalities and interact with the brandedavatars from which the consumer can choose to form a consumer avatar.The avatar kit may also be adapted for use by the consumer in creatingan avatar to form the consumer's very own personal avatar.

The avatars created by the sponsor and consumers can interact with aplurality of avatars throughout the system. Branded avatars are adaptedto be used as a conduit for communication between the sponsor and theconsumer. These conduits of communication may include any of thefollowing: at least one customer service representative; at least oneonline DJ; at least one promotional product launch service; or at leastone company branded character icon. Alternatively, the multimediaelements utilized to make up avatars may comprise a body type palette,hair styles, facial expressions, clothing, musical backgrounds,personalities, and sound bytes.

Sponsors can customize a brand environment so that the environmentprovides a brand forum where sponsors and consumers can chat andinteract with each other. The consumer may also be able to customize thebrand environment. The multimedia forum may be created by the sponsorand includes the following elements: (i) at least one public main wallframe window for displaying the product information related to thesponsor; and (ii) optionally at least one public sub-wall frame windowlocated within the public main wall frame window. The public sub-walldisplays the product information and is a scrollable sub-wall window.Both the sponsor and the consumer can access the public main wall andthe public sub-wall and modify and view the public main wall and thepublic sub-wall. The consumer may be able to create a public sub-wallframe. Private sub-walls are also provided for by the system.

These private sub-wall frame windows are located within the public mainwall frame window. The private sub-wall acts as the consumer's privateapartment of sorts and can only be accessed, viewed and modified by theconsumer who created it. These walls can be traversed upon by sponsorcreated branded avatars and consumer created consumer avatars. Theavatars are seen on the public main wall, public sub-wall, and privatesub-wall as animated electronic characters that interact and communicatewith each other and their surrounding environments (i.e. the variouswalls).

Communication is provided by way of a post office communicationinterface, a phone a friend communication interface, or a chatcommunication interface. The phone a friend interface allows consumersto communicate by way of video cameras and microphones. The chatcommunication interface comprises textual, visual, and audio emoticonsthat can be utilized to reflect a plurality of emotions. The avatars canalso chat through an avatar chat communication interface comprisingtextual, visual, and audio emoticons to reflect a plurality of emotions.The avatar chat communication interface may be a private chat betweenthe consumer avatars. Consumers and the sponsor can create their ownavatars and can select a plurality of function multimedia elementsadapted to interact with the avatars via the multimedia interface of thesystem.

In another embodiment, the system can include a sponsor reward systemthat rewards consumers points based on a plurality of scaled levels.Each scaled level reflects a point system and the consumers are awardedpoints for participating with the sponsor. Earned points are redeemablefor branded and non-branded goods and services. For example, a consumercould earn enough points to get their own private sub-wall.

A navigation interface is also provided in order to facilitate movementof the avatars/consumers throughout the wall. The navigation interfaceprovides a compass arrow, a dynamic map, a plurality of sub-wallsthroughout the multimedia forum, a plurality of transportation means,and a plurality of menus. Transportation means can comprise, but are notlimited to, taxis, planes comprises taxis, planes, cars, wheel chairs,scooters, and skateboards. The dynamic map can be updated in real-timeaccordance with the consumer and the sponsor modifications.

A list can be provided to the sponsor posting currently logged-onconsumer members. The list also provides the location of the logged-onconsumers and interfacing means for communicating with the logged-onconsumers. An administration or communication tool set adapted to enablethe sponsor to continually modify the system is provided.

The system also provides multimedia tools allowing consumers to build asequential multimedia environment. This sequential multimediaenvironment includes a studio mode and a concert mode. The studio modeinvolves creating a multimedia layer sequence via a gridded timelinewhere time is represented horizontally and visual and auditory depth isrepresented vertically. The concert mode comprises playing themultimedia layer sequence formulated in the studio mode.

In another embodiment, the sponsor provides a wall contest that engagesconsumers and provides consumer information to the sponsor. The wallcontest can comprise, but is not limited to, creating a multi-mediapostcard, story writing, multimedia painting, a best radio commercial orfinding answers to a scavenger hunt. The wall contest also provides forthe continuous tallying of votes for the wall contest entries todetermine the winner. The winner can receive points redeemable forrewards.

In yet another embodiment there is provided a method for displayingproduct information to a plurality of consumers in a networkedinteractive system. The method comprises: (i) means for connecting theconsumer with at least one sponsor associated with a brand that isrelated to product information concerning a brand so that they cancommunicate with each other in a multimedia forum; (ii) means forproviding a multimedia interface to the consumer with which the consumercan modify and view the product information; (iii) means for updatingthe product information and the multimedia interface based upon theconsumer modification; and (iv) means for communicating the updating tothe sponsor. The product information can be updated based upon theconsumer modification and communicated to the sponsor.

Among the significant benefits accorded by the GraffitiWall® are certainenablement and facilitation features, which allows companies to: (i)reinforce their brand equities; (ii) speak directly to their targetaudience on an ongoing basis; (iii) test new and updated products andservices via the Focus Group/Feedback mode; (iv) create an environment,which builds greater customer satisfaction and involvement; (v) buildbrand communication so customers see and feel the brand as his/her own;and (vi) encourage participation to a brand via purchases and signups byrewarding folks with coupons, samples, and gift certificates.

Customers are enabled to express product preferences in a free-form modeusing the Web based GraffitiWall® system, which dynamically storescustomer inputs and updates the Wall for viewing by other users. Anongoing dialogue between business and consumer, as well asconsumer-to-consumer, nurtures customer participation, loyalty andsatisfaction, and builds a community housed within the company's brand.The end results spell greater profits and keep companies on the radar;first and foremost in the minds of their customers.

BRIEF DESCRIPTION OF THE DRAWINGS

The patent or application file contains at least one drawing executed incolor. Copies of this patent or patent application publication withcolor drawing(s) will be provided by the U.S. Patent and TrademarkOffice upon request and payment of the necessary fee.

The invention will be more fully understood and further advantages willbecome apparent when reference is had to the following detaileddescription and the accompanying drawings, in which

FIG. 1 is a block diagram illustrating the functional components of asystem on which the present invention can be implemented;

FIG. 2 is a flow diagram depicting the operation of the presentinvention;

FIG. 3 is a flow diagram depicting the Avatar operation of the presentinvention;

FIG. 4 is a sample screen shot showing a Sample Wall form which aconsumer can use to contact a Wall™ sponsor;

FIG. 5 is a sample screen shot showing a screen of the Brand Environfrom which a consumer can use to contact a Wall™ sponsor;

FIG. 6 is a sample screen shot showing a Sponsor Private Wall;

FIG. 7 is a sample screen shot showing the Consumer/User Private Wall;

FIG. 8 is a sample screen shot showing the Graffiti Creation screen;

FIG. 9 is a sample screen shot showing the Select Avatar screen;

FIG. 10 is a sample screen shot showing the Chat screen;

FIG. 11 is a sample screen shot showing tools to chat for use by theconsumer in the Avatar Chat screen;

FIG. 12 is a sample screen shot showing the Function Pieces screen;

FIG. 13 is a sample screen shot showing the Select Transportation shotfor use by the consumer;

FIG. 14 is a sample screen shot showing the Transportation screen foruse by the consumer;

FIG. 15 is a sample screen shot of the Map screen;

FIG. 16 is a sample screen shot showing the Communication Tools;

FIG. 17 is a flow diagram depicting the Contest operation of the presentinvention;

FIG. 18 is a sample screen shot showing the Contest Picts screen;

FIG. 19 is a sample screen shot showing the Contest Audio screen;

FIG. 20 is a sample screen shot showing the Contest Dynamic Top screen;

FIG. 21 is a sample screen shot showing the Contest Voting screen; and

FIG. 22 is a sample screen shot showing the Contest Submit screen.

DESCRIPTION OF THE PREFERRED EMBODIMENTS

FIG. 1 shows example hardware for the present system. The databaseserver 10, stores the entire historical state of the GraffitiWall®, thebrand information used to create the Wall, the Graffiti added byconsumers, consumer demographic information, and survey and FocusGroup/Feedback data provided by the consumers. Information stored in thedatabase server 10 may take the form of tables comprising a relationaldatabase, for example. The database server 10 is connected to aplurality of product information servers 16, 18, 20. To support scaling,multiple product information servers 16, 18, 20 can serve visitors to asingle GraffitiWall®. The product information servers 16, 18, 20interact with the database server 10 on behalf of the consumerworkstations 28, 30 to minimize the load on the database server 10 bycaching information.

There may be any number of servers 16, 18, 20 or the servers 16, 18, 20can be eliminated, in which case the database server 10 is directlyconnected to the firewall 22. There may also be more than one databaseserver 10 and any number of consumer workstations 28, 30. The productinformation servers 16, 18, 20 are augmented standard Web servers andhandle the following types of requests: retrieve page (standard HTML);retrieve Wall section (by area and time); add/update graffiti; returnWall snapshot; retrieve chat; send chat message; add user; validateuser; update user; update user demographics; and update user survey.

The firewall 22 insulates the database server 10 from the Internet 26.The database server 10 can also be connected to a personal digitalassistant (PDA) 12 or other portable device such as a cell phone orlaptop. A system administration workstation 14 is connected to thedatabase server 10 for managing the database server 10. A plurality ofconsumer workstations 28, 30 communicate with the database server 10 andthe product information servers 16, 18, 20 via the Internet 26 and thefirewall 22. A sponsor workstation 24 communicates with the databaseserver 10 in the same manner as the consumer workstations describedabove. The system may also be implemented in an intranet environment asis well known in the art. Also, any consumer workstation 28, 30 canfunction as a kiosk connected over an intranet to the database server10.

The consumer workstations 28, 30 use standard browser software, such asMicrosoft's Internet Explorer®, to communicate with the database server10. GraffitiWall® Visitor Software can be provided to the consumerworkstations 28, 30 in the form of an ActiveX control Java Applet orShockwave Movie, for example. Images are stored as vector graphics usingFlash® or similar technologies. The GraffitiWall® Visitor Software willreceive and supply data to the product information servers 16, 18, 20using the HTML and XML over HTTP standard protocols. The GraffitiWall®Visitor Software can be run either as an Active Server Page, on behalfof sponsors, or it can be delivered to sponsors as a software product,which the sponsors can run on their own server infrastructure. TheVisitor Software supports segmenting consumers into demographic or othergroups, based upon information stored in the database server 10, suchthat the GraffitiWall® and other content displayed can be customized forspecific groups and certain sections of the GraffitiWall® are visibleonly to members of specific groups.

Graffiti created by consumers is stored as a series of instructions, oropcodes, that manipulate the GraffitiWall®. An example of an opcodemight be “color all pixels black in the first line of the Wall.” The useof opcodes enables the system to display any version of the Wall, andthe process of constructing it, at any time and as many times asdesired. The relational database stored on the database server 10contains a record of each media object created, its position, the userwho created it, and the GraffitiWall® it was created on. Accordingly, itis not necessary to store multiple copies of the GraffitiWall®, butrather, only time stamped modifications to the Wall. The consumer caneasily email a “snapshot” of the Wall, taken at any time, as the Wallhistory is maintained on the database server 10. The step-by-stepoperation of the hardware illustrated in FIG. 1 is shown in FIG. 2.

xFIG. 3 shows a flow diagram depicting the Avatar operation of thepresent invention. A member (consumer) can join the GraffitiWall® at 32and registers after receiving a “welcome” email 33. After logging in onthe log in wall 34, members can design their own avatar using theGraffitiWall® after entering the “Main Street Wall” screen 35. An avataris an incarnation or embodiment in human form, usually usedhyperbolically in comparisons and is a remarkably complete manifestationor embodiment of a person, a concept, philosophy, or tradition.

The Main Street Wall 35 in FIG. 3 is the main gathering place to meet,play and communicate with the entire group. The Wall allows the memberto enter the company sponsored locations and activities, as well aslocations designed by members. A palette of avatars is shown at 36.Selection of this feature provides members with a plurality of heads,body shapes, personalities, and the like, from which they can select todesign their own unique avatar. An example screen shot is shown by FIG.9, the Select Avatar screen. Members and Companies can design their ownprivate walls 37. A registered member can select the “chat” tool fromthe Main Street Wall screen 35. Upon selection the member enters the“chat” screen 38. Sample “chat” screens are shown in FIGS. 10 and 11. Amenu of Sub-Walls 39 can be selected by way of the Wall screen 35. TheSub-Walls 39 allow a member to enter a company member's Wall. The “rateit” tool on the Main Street Wall screen 35 allows a member to viewmember entries. The system administration workstation 14 is equippedwith Administrative Control Panel (ACP), Admin Tool Set, Admin Tools orCommunication Tools, illustrated by way of FIG. 16, which isbrowser-based. The

The sponsor can create customized brand avatars in 2 d and 3 d that areprogrammed to act like interactive buddies with predeterminedpersonalities. In addition, the sponsor (company) can allow the audience(consumers) to build their own avatar. Avatars with predeterminedpersonalities can be used by the company to communicate their productinformation and act as communication conduits. For example, avatars canbe used as customer service representatives, online DJs, promotionalmodels, and company branded characters, iconography and trademarks.Customer service representative avatars can be specially designedcharacters evoking the company's style and can be utilized to optimallybridge the Company with consumers. Online DJs can have as diverse anddefined personalities as TV or Radio personalities depending on theattractiveness of a given personality to a specific demographic. Thesepersonalities can be scheduled to be viewed at certain times so thatWall members could log on when specific avatars are scheduled.Promotional model avatars can be built specially for new product andservice launches. Company branded characters, iconography, andtrademarks can play and communicate with the avatar characters.

Consumers can construct their own avatars using an array of multimediaelements. For example, a consumer could upload a picture of her face anda picture of her body, which would be added to the personality of one ofthe Victoria Secret® super models. From there the consumer's self-styledavatar could try on Victoria Secret® bathing suits. Members can interactwith this model as an animated paper doll to decorate the VS decoratedWall, or as an interactive chat buddy. Alternatively, the Company (inthis case Victoria Secret) can use these models as a way to test out newconcepts, clotheslines and commercials via interactive focus groups. TheCompany may allow their audience the ability to upload their ownmultimedia elements to further customize the avatar. For example, aconsumer could upload a picture of his face, which would be added to thebody and personality of one of the Victoria Secret's super models.

Avatars within a brand-saturated environment can be created by the hostcompany. In this embodiment users can chat and interact with the hostcompany by way of the 2D & 3D branded avatars. Alternatively, the userscan chat and interact with other users and the host company's brandavatars.

Avatars within both Public and Private Branded Walls are locatedthroughout the GraffitiWall™, as shown by way of the Avatar flow chartillustrated in FIG. 3. The Main Wall 35 can be a 3D or 2D environmentwhere users can interact with the brand avatars and navigate throughoutthe Wall. There are hotspots throughout the Main Wall that containsub-walls. When the user selects these hotspots the user is transportedinto the given sub-wall. For example, the Main Wall 35 could be designedby the Company as a cityscape screen, as in sample screen shots shown inFIG. 4 and FIG. 5. Sub-Walls can be contained within the Main Wall 35and can include of a variety of environments such as a test kitchen,nightclub, café, town hall, theater, or dinner party. A sample screenshot showing the sub-wall as a dinner party is illustrated in FIG. 6.These sub-walls are fully functioning GraffitiWall® that can be accessedthrough the Main Menu Wall 35 (screen samples shown in FIGS. 4 and 5)and can be accessed by a unique URL.

Members, both private and public, can build, decorate and maintain theirown Private Wall that serves as the member's electronic apartment wherethe member can invite friends and have parties and events. A samplescreen shot showing a Private Wall is shown in FIG. 7. Optionally,members can earn their own Private Wall by receiving redeemable rewardsthrough coupons, by participating with the Host Companies activities, orthe like.

Members are seen on the Wall as animated electronic characters oravatars. For example, FIG. 4 shows a sample screen shot of the Main Wall35 as having various avatars therein including a man carrying a picture,a lady carrying a poster, another lady carrying a hamburger, and thelike. These member avatars can interact with other avatars via chat,Graffiti creation, games, focus groups, and other activities. FIG. 8illustrates a sample screen shot showing the Graffiti Creationinteraction tool selection.

The host company can allow its members to select various activities.Such activities may include: (i) allowing the member to construct theirown avatar by providing multimedia elements by way of the Branded AvatarConstruction Kit (##); and (ii) providing pre-designed avatars for themembers to select and build upon. A sample screen shot showing theAvatar Graffiti Creation screen is illustrated in FIG. 9. In the case ofbuilding one's own avatar, one can upload visuals, animation and audiofiles. Branded items can be added to the Main Wall and to the privatesub-walls. For example, on X's Candy's Wall one can add X's Candybranded clothes; on a member's private wall a member could decorate withbranded items.

Alternatively, a Company member can provide pre-designed avatars for themembers to select and build upon. In this embodiment, after logging in,users get a palette of avatars with pre-determined behavior, animationand audio affects. For example, one avatar's walking animation mayconsist of skipping, whereas another avatar's animation may consist ofup and down leaps as they navigate throughout any given Wall.

Users can communicate with each other through various tools including:Post Office tools; Phoning A Friend tools; and textual Chat tools.Specifically, the Post Office tool allows one member to internally emailother members. Whereas the Phoning A Friend tool allows one member tophone a friend/other member via audio tools including video cams andmicrophones. Members can chat with one another through use of thetextual Chat tool, which can further include both visual and audioemotion tools. The Chat tool can provide members with a chat palettewhere users can type in text, select and position audio and visualemotions within the text box. Audio emotion tools include of words andsounds associated with various emotions, while visual emoticon toolsinclude animations and possibly audio and text that are associated withvarious emotions. FIGS. 10 and 11 illustrate Chat screens depicting theuse of the emotion tools in the communication of different avatars (i.e.different members throughout the given wall).

The text, audio and visuals are played out in the order they are placedwithin the text box. For example, if the words “hi bob” is first andthen one places a cheering sound emoticon to its right, followed by ananimation emoticon of lips smiling, the chat would play out in thatorder. One would first see “hi bob”, followed by a cheering sound whichis sequentially followed by the lip animation. The chat between members(company or consumer members) can be public or private. When memberschat globally their text and sounds are in a visual talk balloon for allto see, while private chats are displayed only to the selectedmember(s).

Users can add graffiti to the Wall/environment. For example, auser/member can add city sounds and building bits as well as objects andprops. Any Graffiti element can be branded, as branding is notrestricted to branded items (see FIG. 11). Each Wall can have its owngraffiti palettes so that a sub-Wall of a Party Room could be differentfrom the Main Wall. Each could have its own multimedia to change thelook, feel, voice and functionality. Graffiti includes any multimediaelement (words, visuals, audio, and the like) and these multimediaelements can contain functionality. A plurality of tools is availablefor accomplishing avatars transportation throughout GraffitiWall®.

In particularly these travel tools include: (ii) function pieces; and(ii) transportation pieces. The function pieces allow the member toselect various tools, such as doorways to transport the avatar. The FIG.12 screen shot illustrates these function pieces. For example, if oneselects a door from the palette located on FIG. 12 (via “avatar & picts”window) and places it within the environment, the user can enter theselected doorway and be transported to another environment.Transportation pieces allow the member to be transported by varioustools such as busses, planes, trains, or cars and the like, as isillustrated by way of the sample screen shot shown in FIG. 13. Forexample, if a member selects a bus from the FIG. 13 “avatars & picts”menu then the member/avatar rides inside and travels throughout theWall.

Tool menus are also provided to allow the member to select variousactivities that the avatar acts out. For example, if the member selectsa soda bottle the avatar can drink it. The avatar can also change colorand shape either by way of the members own selection, or automatically(i.e. drinks a can of soda and can expand). In some cases, beingtransported to new areas allows members/avatars to interact with othermembers/avatars that have selected the same transportation tool. Forexample, if one member has selected a bus their avatar can interact andchat with other members/avatars who have also selected the bus/are onthe bus as is illustrated by the example screen shot shown in FIG. 14.

Alternatively, a reward system may be utilized by company members toreward user/consumer members who interact and participate with thecompany member's brand. This interaction can include such things asparticipation in the company member's focus groups, surveys, being agood online citizen, frequency of visits to the company member's walls,or the like. Through the reward system can comprise various scaledlevels, wherein the higher scaled levels provide greater rewardincentives to the consumer member. The consumer member can advance tohigher levels and thereby attain more rewards or points that areredeemable for branded and non-branded items. For example, the rewardscould include awards within the GraffitWall, such as providing theconsumer member with a private wall having an apartment, an avatar car,avatar clothes, a branded avatar watch, or the like.

The reward system scaled levels can be determined by way of a pointsystem. On the Master Main Wall Admin there would be an added area wherea member company can assign points to certain components or skins. Onthe Member side, their Admin Tools would contain a “catalog” showing thevarious items, their price and what their current point balance is.

Navigation tools are provided throughout the GraffitiWall®. Thesenavigation tools comprise a compass arrow, a dynamic map (FIG. 15), hotspots throughout the walls, vehicles (FIG. 13), function pieces (FIG.12), and various other menus. The dynamic map (sample screen shot shownin FIG. 15) maps out the entire Wall and includes all avatars, hotspots,and graffiti. The map is updated to reflect all changes and additions tothe Wall. Clicking on a member's name could link the user to theappropriate GraffitiWall® and directly to the Wall location of theselected member.

Optionally, a company member can have a Wall Member List that can beposted on the member company's Wall, or/and dynamically posted on themember company's own website. The Wall Member List consists of a list ofmembers logged onto the GraffitiWall®. Alternatively, consumer memberscan also view the Wall Member List. Clicking on one of the member namescould link a member to the appropriate GraffitiWall®.

Administration or Communication Tools are the backbone of theGraffitiWall®. The Administration Tool Set is illustrated in the examplescreen shot shown in FIG. 16. Through these powerful and easy-to-useAdministration Tools, sponsors/company members can continually changethe GraffitiWall® environment, activities, feedback mechanisms, consumertargets, customer service responses, email campaigns and so on. TheAdministration Tools allow great flexibility to continually query thedatabase. Customization is easy for sponsors to add and subtractfeatures, assets and functionality. The engine is designed so one canwrap their multimedia assets and continually change and modify the look,feel and voice. The Administration Tools serve many communication needsand are easy to use.

An audio & visual studio and concert mode (collectively, the “studio”)is provided by the Wall. The studio allows members to build a sequentialmultimedia environment. Members can layer and arrange a sequence ofaudio clips, animation, video and still images to later play backsequentially by the original creator or by other members. The studioincludes two basic modes: (i) a studio mode; and (ii) a concert mode.

The studio mode allows a member to construct and deconstruct multimedialayers and sequences. The construction and deconstruction of themultimedia layers and sequences may be accomplished through a griddedtimeline, wherein: time is represented horizontally and visual andauditory depth is represented vertically. Both horizontal and verticallayerings serve as timing timelines. Horizontal layering serves as thetiming timeline and the vertical layering serves to make the top-mostelements more prominent. For example, the top most layers of visual andauditory elements are more in the foreground than the back layers as persoftware programs such as Flash, Illustrator and Photoshop. Studio modeis completely editable so that the original composer, as well as othermembers, can modify the composition. Audio sequences are also providedas a series of self-contained audio streams that can be arranged in anyorder, like laying tracks down on a railroad track. These sequences willbe played in order from left to right. If there are sequences on top ofone another, the lower sequence shall play out via a more subdued tone.

Visual layering is also provided whereby the Wall's background serves asthe overall visual background for layering video, animation and stillimages. For example, the background could be the interior of athree-ring circus tent. One can first lay down a video of a cheeringcrowd, with animated clowns juggling on top of the crowd. On thetop-most layer is a close-up of a trapeze artist swinging from side toside. When the sequence plays, the crowd is seen in the backgroundcheering; the clowns are juggling in the mid-ground; and the trapezeartist in the foreground is swinging from one side of the frame to theopposite side. Sequencing audio & visuals is also accomplished vialayering, whereby visual and auditory elements are laid out horizontallyon the track to control timing. For example, by making the clown andmusic track the same visual horizontal length, one ensures that theyplay simultaneously and stop at the same time. By clicking on the playbutton, the series of visual and auditory elements play out via theconcert mode. After playing the sequence, any member can edit the studioby simply dragging, rearranging, adding and deleting, layering andsequencing elements.

Private Areas on the Wall are provided for either company members orconsumer members. These areas are controlled, private areas that arecontrolled and maintained by the company member or consumer member.Company members can offer exclusive and private areas on the Wall for avariety of members and purposes. Some examples are: focus groupsessions; and platinum club members. These private areas can bemulti-tiered, whereby select members are afforded special access todifferent features including, but not limited to, at least one of thefollowing: (i) communications and capabilities; (ii) loyal customerfeatures; (iii) training; (iv) special events; (v) special parties; (vi)trade shows; (vii) test kitchens; and/or (viii) special promotions.

A company member can provide selected consumer members with privateareas/walls while still providing a Main Town Square for all members tocongregate. For example, XYZ Carpets, B B & B, or C and C could sponsora community hub. This hub could have seminars, contests, special events,and promotions to encourage consumer members to congregate together.From these main town squares or via a direct URL, individual members cango to their private areas. Individuals can control their privateWall/community while still residing within a larger community sponsoredby the Company member(s).

The company member can invite members to build their own residence. Thebackground wall, audio, and visual elements are the company's brandequities. For example, XYZ Carpets offers a scrollable hip loft spacecomplete with roof access and a great urban view. Members are offeredCreate Palettes populated with XYZ's rich colored and texturedfurniture, accessories, music etc to decorate their space. In addition,members are given some Admin Tools allowing them to upload their ownvisuals and audio, maintain chat and other forms of feedback. However,consumer members are not given the whole range of Admin Tools that areotherwise available to the company member. Administrative functionsinclude general, member, wall-builder, picts, audio, tools, and surveyfunctions. The wall-builder function provides predetermined componentsthat members can select to assemble and rearrange the Wall. Thewall-builder function also allows the member to select the size of theWall.

The present invention provides fun promotional events, activities, andcontests that engage the audience. It also provides consumer informationfor company members. FIG. 17 illustrates the contest flow chart. Forexample, a contest may involve a competition wherein consumer memberscompete to be selected as the best in the creation of: a multimediatravel e-postcard; a story; a multimedia painting; a radio commercial;and so on.

These contests can provide word-of-mouth marketing, brand messaging andthe ability to collect consumer information. In one embodiment, thecontest is to create a Travel Postcard of a consumer member's favoriteCompany Z service or good. The members can use sounds, words and images,representing Company Z's services or goods via Graffiti Wall's picts(see example screen shot in FIG. 18), and text and audio palettes (seeexample screen shot in FIG. 19). Winners are the highest scoringpostcards ranked by Company Z's member Wall community via dynamic tallyof the contestant's entries.

For example, FIG. 20 illustrates a screen shot showing the tallying ofthe top 5 postcard entries, which is continuously tallied (see examplescreen shot in FIG. 20). Clicking on one of the posted names transportsthe user to the selected postcard entry on the Wall, allowing the memberuser to vote on the selected entry (see example screen shot in FIG. 21).The member can enter the contest via creating their own multimediatravel postcard.

A company member could provide that the consumer member must registerwith the company member's wall in order to participate in the contest.Registration would consist of filling out a simple form containingquestions useful to the company member. For example, Company Z mayinquire things such as: what are their favorite Company Z destinations,how often do they travel, how often on Company Z, and the like.

Members could create their own postcards, collaborate with other Members(see example screen shot in FIG. 22) and then invite their friends tojoin up so they could help their rating. This serves as a viralmechanism to extend the Company Z brand. Optionally, only registeredmembers can have voting rights to rate the postcards, encouraging moremember signups. Optionally, the top 5 winners receive a prize determinedby Company Z, such as a vacation for two to NYC or two round triptickets to another favorite Company Z destination.

Having thus described the invention in rather full detail, it will beunderstood that such detail need not be strictly adhered to, but thatadditional changes and modifications may suggest themselves to oneskilled in the art, all falling within the scope of the invention asdefined by the subjoined claims.

1. A networked interactive system for display of product information toa plurality of consumers, comprising: a. a multimedia forum for enablingsaid consumers to communicate in a plurality of modes with at least onesponsor associated with a brand that is related to said productinformation; b. a multimedia interface for enabling said consumers tomodify and view said product information through use of a plurality ofgraphic tools; and c. said multimedia forum is created by said sponsorand includes: i. at least one public main wall frame window created bysaid sponsor for displaying said product information related to saidsponsor; ii. at least one public sub-wall frame window created by eithersaid sponsor or said consumers via said multimedia interface, saidpublic sub-wall being located within said public main wall frame windowand displaying said product information via a scrollable sub-wallwindow; and iii. at least one private sub-wall frame window locatedwithin said public main wall frame window, said private sub-wall beingcreated by said consumer via said multimedia interface; wherein saidconsumers modify said product information using graphic tools, and saidproduct information and said multimedia interface are updated based uponsaid consumers' modifications and communicated to said sponsor; andwherein said multimedia interface enables said sponsor and saidconsumers to access said public main wall and said public sub-wall andto modify and view said public main wall and said public sub-wall, andwherein said private sub-wall is only accessed, viewed and modified by aspecific consumer that created said private sub-wall.
 2. A system asrecited by claim 1, wherein said product information is associated witha brand message, a brand identity, or a brand characteristic that linkssaid brand with a good or service provided by said sponsor.
 3. A systemas recited by claim 1, wherein said product information is associatedwith a brand message, a brand identity, or a brand characteristic thatlinks said brand with a good or service.
 4. A system as recited by claim1, wherein said product information is arranged in a multimedia element.5. A system as recited by claim 1, further comprising an avatar kithaving an array of avatar multimedia elements comprising an avatar bodypallet, an avatar hair style palette, and an avatar facial expressionpallet, wherein said sponsor creates customized branded avatars that actas interactive buddies having predetermined personalities.
 6. A systemas recited by claim 5, wherein said avatar kit has an array of avatarmultimedia elements comprising an avatar body pallet, an avatar clothingpallet, an avatar hair style palette, an avatar facial expressionpallet, a personality pallet, and an audio pallet.
 7. A system asrecited by claim 6, wherein said avatar body pallet comprises aplurality of body types, hair styles, heads, facial structures, faces,limbs, and personalities components, wherein said sponsor createscustomized branded avatars that act as interactive buddies havingpredetermined personalities.
 8. A system as recited by claim 6, whereinsaid avatar kit is adapted for use by said sponsor in creating an avatarthat is associated with said brand to form a branded avatar, whereinsaid avatar kit is adapted for use by said consumer in creating anavatar to form a consumer avatar.
 9. A system as recited by claim 6,wherein said branded avatars are adapted to be used as a conduit forcommunication between said sponsor and said consumer.
 10. A system asrecited by claim 6, wherein said branded avatars are adapted to be usedas a conduit for communication between said sponsor and said consumer,wherein said conduits of communication comprise at least one online DJ.11. A system as recited by claim 6, wherein said branded avatars areadapted to be used as a conduit for communication between said sponsorand said consumer, wherein said conduits of communication comprise atleast one company branded character icon.
 12. A system as recited byclaim 5, wherein said avatar kit is adapted for use by said sponsor increating an avatar that is associated with said brand to form a brandedavatar, wherein said avatar kit provides predetermined avatars that havepredetermined personalities and interact with said branded avatars fromwhich said consumer chooses from to form a consumer avatar.
 13. A systemas recited by claim 5, wherein said sponsor creates an avatar associatedwith said product information of said brand to form a branded avatar,wherein said branded avatar is selected by said consumer and interactswith a plurality of avatars throughout said system.
 14. A system asrecited by claim 5, wherein said branded avatars are adapted to be usedas a conduit for communication between said sponsor and said consumer,wherein said conduits of communication comprise at least one customerservice representative.
 15. A system as recited by claim 5, wherein saidbranded avatars are adapted to be used as a conduit for communicationbetween said sponsor and said consumer, wherein said conduits ofcommunication comprise at least one promotional product launch service.16. A system as recited by claim 1, wherein an avatar construction kitis provided by said sponsor comprising multimedia elements.
 17. A systemas recited by claim 16, wherein said multimedia elements comprise a bodytype palette, hair styles, facial expressions, clothing, musicalbackgrounds, personalities, and sound bytes.
 18. A system as recited byclaim 1, wherein said sponsor customizes a brand environment, whereinsaid brand environment provides a brand forum wherein said sponsor andsaid consumer chat and interact with each other.
 19. A system as recitedby claim 1, wherein said consumer customizes a brand environment, andsaid brand environment provides a brand forum wherein said sponsor andsaid consumer chat and interact with each other.
 20. A system as recitedby claim 1, wherein said sponsor creates at least one avatar and saidconsumer create at least one avatar, wherein said sponsor avatar andsaid consumer avatar chat and interact with each other.
 21. A system asrecited by claim 1, wherein said multimedia forum is created by saidsponsor and wherein said multimedia interface comprising said systemenables said sponsor and said consumer to access said public main walland said public sub-wall and to modify and view said public main walland said public sub-wall.
 22. A system as recited by claim 1, whereinsaid sponsor creates at least one branded avatar and said consumerscreates consumer avatars, said avatars being seen on said public mainwall, public sub-wall, and private sub-wall as animated electroniccharacters that interact and communicate with each other and said publicmain wall, public sub-wall and private sub-wall environments.
 23. Asystem as recited by claim 1, wherein said consumers and said sponsorcommunicate with each other through a post office communicationinterface.
 24. A system as recited by claim 1, wherein said consumersand said sponsor communicate with each other through a phone a friendcommunication interface providing the use of video cameras andmicrophones.
 25. A system as recited by claim 1, wherein said consumersand said sponsor communicate with each other through a chatcommunication interface, wherein said chat comprises textual, visual,and audio emoticons to reflect a plurality of emotions.
 26. A system asrecited by claim 1, wherein said consumers and said sponsor create theirown avatars, wherein said avatars communicate with each other through anavatar chat communication interface comprising textual, visual, andaudio emoticons to reflect a plurality of emotions.
 27. A system asrecited by claim 26, wherein said avatar chat communication interfacecomprises a private chat between said consumer avatars.
 28. A system asrecited by claim 1, wherein said consumers and said sponsor create theirown avatars, and said avatars select a plurality of function multimediaelements adapted to interact with said avatars via said multimediainterface of said system.
 29. A system as recited by claim 1, whereinsaid sponsor has a reward system, and said reward system is adapted forrewarding said consumers.
 30. A system as recited by claim 29, whereinsaid reward system consists of a plurality of scaled levels, said scaledlevels reflect a point system and said consumers are awarded points forparticipating with said sponsor, and said points are redeemable forbranded and non-branded goods and services.
 31. A system as recited byclaim 1, wherein said multimedia interface comprises a navigationinterface having a compass arrow, a dynamic map, a plurality ofsub-walls throughout said multimedia forum, a plurality oftransportation means, and a plurality of menus.
 32. A system as recitedby claim 31, wherein said plurality of transportation means comprisestaxis, planes, cars, wheel chairs, scooters, skateboards, and other likemodes of transportation.
 33. A system as recited by claim 31, whereinsaid dynamic map is adapted to be updated in real time in accordancewith said consumer and said sponsor modifications.
 34. A system asrecited by claim 1, wherein said sponsor has a consumer member postingthat lists logged-on consumers and the location of said logged-onconsumers and interfacing means, for communicating with said logged-onconsumers.
 35. A system as recited by claim 1, further comprising anadministration or communication tool set adapted to enable said sponsorto continually modify said system.
 36. A system as recited by claim 1,further comprising an administration or communication tool set adaptedto enable said consumer to continually modify a private sub-wall of saidsystem.
 37. A system as recited by claim 1, wherein said consumers builda sequential multimedia environment, wherein said sequential multimediaenvironment is comprised of a studio mode and a concert mode.
 38. Asystem as recited by claim 37, wherein said studio mode comprises meansfor creating a multimedia layer sequence via a gridded timeline whereintime is represented horizontally and visual and auditory depth isrepresented vertically.
 39. A system as recited by claim 37, whereinsaid concert mode comprises means for playing said multimedia layersequence.
 40. A system as recited by claim 1, wherein said sponsorprovides a wall contest, wherein said wall contest engages consumers andprovides consumer information to said sponsor.
 41. A system as recitedby claim 40, wherein said wall contest comprises creating multi-mediapostcards, story writing, multimedia painting, a best radio commercial,or finding answers to a scavenger hunt.
 42. A system as recited by claim40, comprising means for continuously tallying votes for said wallcontest entries.
 43. A system as recited by claim 1, wherein saidconsumers communicate via a focus group.
 44. A system as recited byclaim 43, wherein said focus group interaction is real time and led by amoderator.
 45. A system as recited by claim 43, wherein said focus groupinteraction comprises question and answer sessions.
 46. A system asrecited by claim 1, wherein said product information comprises imagesstored as vector graphics.
 47. A system as recited by claim 1, whereinsaid consumer interacts with said system via a Web browser.
 48. A systemas recited by claim 1, wherein said product information is encoded in anactive server page (ASP).
 49. A system as recited by claim 1, whereinsaid multimedia interface is customized by a system administrator toreflect each said consumer's interests.
 50. A system as recited by claim49, wherein consumer interaction with the multimedia forum isdistributed among a plurality of product information servers.
 51. Asystem as recited by claim 1, wherein said system comprises at least onedatabase server connected to at least one product information server,wherein said product information server is further connected to at leastone client workstation.
 52. A system as recited by claim 1, wherein saidconsumer adds multimedia product information to the system.
 53. A systemas recited by claim 52, wherein said consumer's modification to theproduct information is stored as a series of instructions.
 54. A systemas recited by claim 52, wherein said system administrator controls: a. alength and width of the multimedia interface presented to the consumer;b. a length of time the consumer modifications persist; c. consumeraccess to the system; d. promotions and prizes distributed through themultimedia forum; e. a schedule of focus groups, interviews, and chatsenabled through the multimedia interface; f. a mailing list of consumersaccessing the system; and g. consumer assistance.
 55. A system asrecited by claim 1, wherein said system is customized to reflectinterests of a group of said consumers.
 56. A system as recited by claim1, wherein said private sub-wall frame window is accessed by way of saidpublic main wall frame window, said public sub-wall frame window, or aunique URL.
 57. A system for displaying product information to aplurality of consumers in a networked interactive system, comprising: a.means for connecting said consumer with at least one sponsor associatedwith a brand that is related to product information concerning a brandso that they communicate with each other in a multimedia forum createdby said sponsor including: i. at least one public main wall frame windowcreated by said sponsor for displaying said product information relatedto said sponsor; ii. at least one public sub-wall frame window createdby either said sponsor or said consumers via said multimedia interface,said public sub-wall being located within said public main wall framewindow and displaying said product information via a scrollable sub-wallwindow; and iii. at least one private sub-wall frame window locatedwithin said public main wall frame window, said private sub-wall beingcreated by said consumer via said multimedia interface; b. means forproviding a multimedia interface to said consumer with which saidconsumer modifies and views said product information; c. means forupdating said product information and said multimedia interface basedupon said consumer modification; d. means for communicating saidupdating to said sponsor; wherein said product information is updatedbased upon said consumer modification and communicated to said sponsor;and wherein said multimedia interface enables said sponsor and saidconsumer to access said public main wall and said public sub-wall and tomodify and view said public main wall and said public sub-wall, andwherein said private sub-wall is only accessed, viewed and modified by aspecific consumer that created said private sub-wall.